Analysis of Coca-Cola's iconic Open happiness campaigns 'Small World Machines'. Coca-Cola launched a campaign called Small World machines. In March, Coca-Cola installed two, one of their kind vending machines in shopping malls. One in Lahore, and the second one in New Delhi. The Small World Machines provided live communication and a portal to people from two countries that are divided not just by borders. The motive behind this campaign was to provoke happiness and promote cultural understanding. Disclaimer - Data and Content are taken from multiple platforms.

1. Small World Machine

2. “Bringing India & Pakistan Together”

3. Open happiness was one of the campaigns introduced by coca-cola in 2009; the
main aim was to cherish and celebrate the emotion of happiness. “Small World
Machines” was an advertisement launched under the open happiness campaign
link to the video:
In 2013, Coca-Cola, through its iconic “Small World Machines” ad. Asked the
people of Pakistan and India to share a pure moment of connection and joy with the
help of technology. The “Small World Machines” provided a live communications
portal linking strangers in two nations, with the faith of spreading happiness and
promoting the culture between the country. Coke used a 3D touchscreen machinery
to project a streaming video feed onto the vending machine screen in two shopping
malls in New Delhi and Lahore. While consecutively recording through the unit to
capture a live emotional exchange. Individuals from both countries were
encouraged to complete a task together like drawing a peace sign wave, or dance,
or touch hands – before sharing a Coca-Cola.
Small World Machine Campaign Introduction

4. About The Campaign
AD: “Small World Machines”
AGENCY: Leo Burnett Chicago & Sydney
Project Leader: Jackie Jantos Tulloch
Video Duration: 3:01 minutes
Released On: Social media
Released Date: March 2013
Promotion Method: Two machines were installed in
south Delhi and Karachi (Inside two shopping malls)
Promotion Platform: The promotion was done through
social media

5. PUNCHLINE
“Make love instead of war”
“what unites is stronger than what set’s us apart.”

6. Analysis of the Campaign
● Picturization of the Campaign
● Motive of the Campaign
● Message of the Campaign
● Symbolism of the Campaign
● Target Audience of the Campaign
● Background score of the Campaign
● Creative Strategy of the Campaign

7. Picturization of the Campaign
Hundreds of people, of all ages used the small world machines for the first time.
The machine has full body touch screen invented for the campaign and allows eye
to eye contact and physical interaction. To use the machine, People from both
countries had to actively engage with each other sending messages of peace and
happiness. Each was rewarded with a can of coke featuring the language of the
two nations. The Small World Machines provided live communication and a portal
to people from two countries that are divided not just by borders.
The film features tender encounters, such as a young girl in Delhi touching hands
with an older woman on the Pakistani side, as well as more spirited interactions
including a dance-off between two men in their 60s that went on for several
minutes.
Crews filmed through the night, capturing more than 100 interactions between
people of all ages and from all walks of life. None of the people featured in the film
are actors, and their reactions are completely natural.

8. Motive of the Campaign
The campaign was launch as Coca-Cola wanted to increase its sale in Pakistan,
whereas in India it already had a substantial market share. However, instead of
treating both the market as a separate entity, it decided to create an ad which
would bring happiness between the two countries.
The motive of the ad is to associate Coca-Cola as the driver of happiness by
promoting happiness and cultural understanding between the two nations.

9. Message of the Campaign
The message that Coke Company is trying to put forward is that Coca cola
brought people together, despite their differences. Here coke is being a
source of togetherness. The ad also spread the message of joy and
happiness among the coke’s consumer. It’s about the burst of joy,
refreshment and energy you get with every sip.

10. Symbolism of the Campaign
The symbolic element in the ad is Coca Cola itself. The ad presents coca cola
as a symbol of unity. It doesn’t matter whatever the problem is, Coca Cola is
there to unite peoples. Coke played on the human desire for a better world – a
world in which people from diverse ethnic and racial backgrounds can live
together. Another symbolic component of this ad appears at the very end i.e.
the red coke bottle with the slogan saying “open happiness”. The red colour in
particular is iconic as it has been associated with coke since the very
beginning and also acts as a rhetorical device for this advertisement. Based
on the justifications given this ad can be classified as complex and
sophisticated as it has underline meaning, connotations and symbolism.

11. Target Audience of the Campaign
The target audience for this ad were the various people
across the demographics from teenagers to children,
from adults to elderly, anyone who enjoys the sip of the
coke.
In the ad also we can see that people from various
demographics have been featured and what they share
in common is their love for coke.
The coke is not forcing the consumer to buy the
product. Instead, it’s saying that if you believe in
happiness and that if a bottle of coke spreads
happiness then they should go for it.

12. Background score of the Campaign
The song sung in the ad has a catchy tone which involves it viewers.
Connection of music with visual is something very special about this
advertisement. The background score has a message of unity, commonality
and togetherness.

13. Creative Strategy of the Campaign
The creative strategy behind this advertisement is the brand image. The coke
is trying to create a remark in the minds of people who are watching this
advertisement. It’s all about Coke and its consumer centered image depicting
that consumers are at the heart of whatever coke does. The slogan open
happiness is a witness to this fact.

14. Analysis on Social Media
● YouTube
● Facebook
● Twitter
● Instagram

15. Youtube Analysis
YouTube was the first social
media platform Coca Cola
joined. They set up their
YouTube channel in 1st of
January 2006. At present
their YouTube channel has
37,50,000 subscribers with
a whopping 4,594,869,610
views.

16. Youtube Analysis
In the first 15 days of the launch of the campaign the video achieved
1,354,659 views and 1524 comments. As of today the campaign video has
received 4,351,080 views and 1944 comments. I am little surprised the video
did not receive more views but with little research I was reminded that not
everyone India has access to the Internet. In India internet penetration was
only about 17% in 2013 (Internet Live Stats, 2013) which is very low. On the
other hand in Pakistan YouTube is blocked and once again internet
penetration is 11% even lower than India. Considering the circumstances
Coca Cola did very well achieving those figures especially for the video to
become on the top 10 trending videos on YouTube.

17. Facebook Analysis
I attempted to conduct my own research and to find the video post of Small world
Machines by Coca Cola, due to Facebook not having such great search options
for videos and posts, it was difficult to locate. According to LocoBuzz and other
trusted sources such Leo Burnett, the advertising agency that worked with Coca
Cola to create this campaign have provided the following statistics.

18. Facebook Analysis
The 'Small World Machines' video was launched via Facebook on the 19th of May
2013. In the first 15 days of the campaign the video received 26,205 likes, 6608
shares and Coca Cola's Facebook page received a staggering 1,676,689 new likes.

19. Twitter Analysis
In relation to Twitter within 15 days Coca-Cola's twitters followers sored.
Followers increase from 759,236 to 793.609, 34,373 increase. Famous prolific
Indian and Pakistani figures tweeted and welcomed Coca Cola's imitative as a
positive step forward. During the Campaign there was 25% increase in worldwide
mentions of Coke or Coca Cola within tweets. It also became one of the top
trending topics on twitter.

21. Instagram Analysis
Coca Cola have 137,000 followers have on Instagram, while Pepsi only
have 81,300 followers. That's 2 times less than Coca Cola. From My
research Coca cola did not use Instagram as a platform to utilise the
outreach of the small world machines.

22. Effect on market share of the Brand
The Pakistan is one of the few places where Coca-Cola does not have an
absolute stranglehold on market share. The main aim of the Coca Cola was not
unite the both nations, but to improve the market share in Pakistan.
The coke company’s attempt was huge success because coca cola claims 60% of
india market and 32% share of Pakistan. This ad helps the company to increase
their market share from 24% to 32% in Pakistan.

23. Campaign Outcome
The small world machines campaign memorably became the highest-shared story
in the history of coca-cola.com. (500% more shares than any other story)
Over 10,000 Cokes were distributed but more importantly the campaign was
witnessed by 12,000 attendees in the live event and created 700 connections
across the borders.(official statistics)
The campaign reached more than 18 million Facebook and Twitter user.
The video accomplished nearly 4 million YouTube views and counting.
More than 58,163,753 earned media impressions were gained.
When we type the keyword “Small World Machines” on google search, it shows
57,20,00,000 results.

24. Campaign Outcome
55% of total reach came from India and Pakistan.
The campaign received 4860 unique mentions on online outlets such as new
websites, TV broadcasts, blogs and forums
The Small world machines campaign broke Coca Cola Company's site traffic
record of 5.5mins spent on the site. Indians and Pakistanis during the campaign
spent an average of 7.38minutes and 9.33 minutes respectively on the Coca
Cola's website.
This all helped increase Coca Cola's brand awareness and enhance Coca Cola
brand equity in the view of the public in the respective countries. But more
importantly, the campaign facilitated the beginning of a discussion from both
groups Indian and Pakistani discussed from both groups Indian and Pakistani
discussed togetherness and peace.